Despite clear advantages, there’s some question about whether consumers will go for it. See, it’s easy to spill. The new jug doesn’t really have a spout, which is what makes it stackable. Stackable jugs don’t have to be shipped in crates, which weigh more and require frequent washing.

The new jug offers an interesting case study, because it pits sustainability against convenience. Americans have gotten so used to cutesy packaging that they may balk when confronted with more sustainable alternatives. It’s hard to say whether businesses have pushed consumers into a mindset of extreme convenience, where small differences between products seem important, or whether consumer demand for convenience has halted companies, until now, from using business models that are sustainable and save them money.

The new milk jug may be the tipping point in determining whether consumers are willing to sacrifice some degree of convenience to spare the planet. If they are, more and more companies may allow themselves some outside-the-jug thinking to green their operations.